Director, Growth and Lifecycle Marketing

Job Description

Position Title: Director Growth & Lifecycle Marketing

Department: Marketing

Reporting to: Senior Director of Marketing

Based in: Hawley Crescent, London

Working conditions: Hybrid

In 2025, Channel 5 and My5 are joining forces under one powerful new brand: 5 – delivering an all-new, unified experience across TV, streaming, and digital platforms.

We're looking for passionate individuals to help shape this next chapter. This unified brand will revolutionize TV, streaming, and digital platforms, offering expanded free streaming services, more UK drama originals, and specially curated FAST channels.

With personalisation and cutting-edge, data-driven advertising solutions, 5 is set to lead the future of entertainment. After an impressive year of industry-leading growth, including a 40% surge in viewership in 2024, 5 is gearing up to transform the viewing experience- and we want you to be a part of it!

Help us create a brand that delivers unlimited entertainment, always free. Join the team driving the 5 relaunch and shape the future of how the world watches.

Is this the role for you?

This role is to join our incredibly talented Channel 5 marketing team!

With the focus in the UK TV market shifting more digital we are looking for a strategic Director of Growth & Lifecycle marketing, who will be responsible for the entire strategy from driving new user acquisitions, to retention and improving the lifetime value of the viewer across our digital streaming platform. This role will ensure complete alignment in all data driven marketing tactics and communications for our digital viewers.

What will you be doing?

The Director, Growth & Lifecycle Marketing will be responsible for creating and implementing acquisition and CRM strategies that attract new and retain existing viewers.

Responsibilities will include:
• Develop and implement the Paid Search, Paid Social, Display and Connected TV media strategy to grow our user base across 5 Streaming
• Develop the Performance Marketing relaunch strategy for 5 Streaming
• Oversee and lead the wider performance marketing strategy and execution for 5, working with the Brand campaign leads to deliver fully integrated marketing campaigns
• Be responsible for the supplier relationships with our media partners
• Assist and improve the forecasting process for 5 acquisition and usage
• Deliver the growth goals around Users, CAC, LTV, funnel efficiency, Churn and ARPU
• Plan, launch, and scale new acquisition channels, underpinned by robust measurement and attribution frameworks
• Continuously drive the team to increase channel performance through test and learn strategies across targeting, audience, creative and user experience
• Own and present to leadership the KPIs around customer acquisition, cost per new customer, etc
• Bring the acquisition and retention marketing team together to achieve broader growth goals
• Develop customer-led journeys and contact strategies across the customer lifecycle, from onboarding and engagement through to upsell, cross sell and winbacks
• Lead the delivery roadmap for a full suite of CRM / lifecycle automated journeys, taking primary responsibility for build, deployment and optimisation of these journeys within the ESP (Braze)
• Partner with the product team to identify martech solutions to improve campaign performance
• Build a strong relationship with creative and brand on the delivery and deployment of assets that will underpin activity
• Develop campaign reporting dashboards by working with internal data and analytics team

What are we looking for?
• In-house or agency experience in direct-to-consumer growth marketing, with shown success achieving goals as well as experience in a CRM, customer marketing or marketing automation role
• Hands on experience building and optimising digital marketing campaigns (both in-platform and third-party handled)
• Excellent data analysis skills, analytical mind, and curious/entrepreneurial approach
• Excellent relationship management and negotiation skills both with internal, and third-party suppliers
• Ability and flexibility to adapt to changes in schedules and delivery
• Product expertise, leading development and partnering in execution of test plans, automation efforts, and improving channel/communication impact
• Excellent interpersonal skills, entrepreneurial approach and resilient spirit with experience navigating cross-functional organisations
• Experience planning, building and performing customer-centric automated journeys and email campaigns in an ESP
• Strong background improving customer performance metrics through delivery of data-led CRM solutions and marketing campaigns
• Knowledge of segmentation strategies and executions
• Track-record of sharing actionable campaign performance insights

We'll be looking for someone who…
• is obsessed with analysing data to find actionable opportunities to test and learn for growth, expansion and retention
• is agile and flexible to fast changing business strategy
• has the ability to draw useful conclusions from viewer behaviour data and translate into creative ideas to achieve objectives (as well as manage key themes up to stakeholders)
• is a strong team leader who is used to working with all marketing functions
• believes in the complete marketing funnel and the role growth has to play in that
• is confident making decisions and motivating change to push forward quickly.

Preferred skills:

Entertainment market experience

Knowledge of other performance marketing platforms (Social/Programmatic/Search)

Experience working with marketing tech stacks

Experience of attribution and LTV optimisation

Values:
Our values, and their related behaviors, guide how we show up to work each day and help ensure that we all treat each other with respect. The 6 values are intertwined and work together to drive the business outcomes we seek, and once combined we believe these will power our company forward.

Agility & Adaptability

Inclusivity & Collaboration
Optimism & Determination

Paramount is an equal opportunity employer (EOE) including disability/vet.

If you have any difficulties in applying or require access needs arising from a mobility or any other impairment please let us know by emailing uk.recruitment@vimn.com or calling 0207 555 1234. We can then ensure your experience and visit is as smooth and enjoyable as possible.

Jobcode: Reference SBJ-g3ebp9-3-17-78-184-42 in your application.